Reading List
One of the clearest differences between Sales Professionals who succeed in MSP sales and those who don’t is the ceaseless study of their craft. There’s no formal degree in MSP Sales. But if there were, these books would be in the curriculum.
Never Split the Difference, Chris Voss
Never Split the Difference by Chris Voss is a must-read for sales professionals who want to win more new business without resorting to discounts or compromise. Drawing on his FBI hostage negotiation experience, Voss delivers practical, high-stakes tactics that help you take control of conversations, uncover hidden objections, and guide prospects to a “yes” that sticks. In a world where technical services can seem like a commodity, this book teaches you how to differentiate through emotional intelligence, strategic questioning, and confidence—so you close more deals, command higher value, and build stronger client relationships from day one.
The Challenger Sale, Matt Dixon
The Challenger Sale by Matt Dixon is a must-read for sales professionals who are tired of chasing lukewarm leads and ready to take control of the sales conversation. Instead of just building relationships or reacting to client needs, this book shows you how top performers teach, tailor, and take control—challenging prospects’ assumptions and leading them to value-rich solutions they didn’t know they needed. In a crowded IT market where prospects often think they’ve got it all figured out, the Challenger approach gives you the tools to differentiate fast, create urgency, and win business by being a trusted advisor—not just another vendor. If you're ready to stop competing on price and start winning on insight, this book will change the way you sell.
Fanatical Prospecting, Jeb Blount
Fanatical Prospecting by Jeb Blount is the ultimate field manual for sales pros who live and die by their pipeline and need a proven system to keep it full. Blount cuts through the noise with a no-excuses, high-activity approach to prospecting that shows exactly how to crush call reluctance, outwork the competition, and keep your calendar packed with qualified meetings. In an industry where new client revenue is the lifeblood of growth, this book arms you with the mindset, scripts, and daily habits to dominate your territory. If you're serious about hitting your numbers and staying in control of your income, "Fanatical Prospecting" is the kick in the teeth (and the strategy) you’ve been waiting for.
The Go-Giver, Bob Burg
The Go-Giver by Bob Burg is a powerful parable that flips the traditional sales mindset on its head—and it’s exactly what sales professionals need to stand out in a crowded, price-driven market. Instead of pushing harder to sell, this book shows how leading with value, generosity, and service actually accelerates trust, shortens sales cycles, and builds a loyal client base. Through its engaging story, you’ll discover the Five Laws of Stratospheric Success—principles that will help you shift from transactional selling to transformational relationships. If you're working to win new clients and want a fresh, feel-good approach that actually drives results, The Go-Giver will change how you sell—and how prospects respond to you.
Give to Grow, Mo Butler
Give to Grow by Mo Butler is a must-read for any MSP sales professional looking to break through the noise and win more business by building genuine, long-term client relationships. With a refreshing focus on value-first selling, Butler shows how generosity, authenticity, and consistency aren’t just good ethics—they’re powerful growth strategies. This book equips you with a mindset and method to move from transactional sales to trusted advisor status, helping you close more deals, command higher margins, and create raving-fan clients who stick around. If you're in the trenches trying to win new revenue, Give to Grow is your playbook for standing out, earning trust faster, and becoming the kind of partner SMBs can’t live without.
Atomic Habits, James Clear
Atomic Habits by James Clear is a powerhouse resource for MSP sales professionals who want to stop relying on motivation and start building a system that drives consistent, long-term results in their pipeline. Clear breaks down the science of behavior change into simple, actionable steps—showing how tiny shifts in daily habits can lead to massive gains in performance, follow-up, prospecting, and confidence. Whether you're struggling with call reluctance, inconsistency, or just want to sharpen your edge, this book gives you the tools to create momentum that sticks. If you're serious about growing new client revenue, Atomic Habits will help you become the kind of salesperson who wins by showing up better—every single day.
Gap Selling, Keenan
Gap Selling by Keenan is a wake-up call for MSP sales professionals who are tired of chasing lukewarm leads and want to start driving real urgency in their deals. This book flips the script on traditional pitching by focusing on identifying the gap—the space between where your prospect is now and where they need to be—and positioning your solution as the bridge. Keenan gives you a no-nonsense, brutally honest framework for uncovering pain, reframing value, and turning conversations into momentum. If you’re in the trenches trying to land new clients and feel like you're getting ghosted or stuck in endless follow-ups, Gap Selling will help you ask smarter questions, shift control of the sales process, and close deals faster—with way less friction.
The Hard thing, about Hard things, Ben Horowitz
The Hard Thing About Hard Things by Ben Horowitz is a raw, no-fluff survival guide for sales professionals in the IT support industry who are battling to win new business in a world full of chaos, competition, and constant change. Horowitz doesn’t offer sanitized success stories—instead, he shares the brutal truths of building and selling in high-stakes environments, giving you real-world lessons on resilience, decision-making under pressure, and leading through uncertainty. For sales pros grinding to hit revenue goals, manage tough prospects, and adapt on the fly, this book delivers the mindset and mental toughness needed to push through setbacks and keep closing. It’s not about theory—it’s about what to do when everything gets hard, and how to thrive anyway.
Mindset, Carol Dweck
Mindset by Carol Dweck is a game-changer for sales professionals in the IT support industry who want to level up their performance, resilience, and results in the face of constant rejection and high expectations. Dweck’s research on the growth vs. fixed mindset reveals why some reps keep improving and others stall out—regardless of talent. This book gives you the tools to reframe setbacks, embrace challenges, and see every 'no' as a step toward 'yes.' If you're working the front lines of new client acquisition and want to build the kind of mental toughness that fuels top producers, "Mindset" delivers the psychology to unlock your potential and stay sharp when the pressure is on.
Unreasonable Hospitality, Will Guidara
In Unreasonable Hospitality, Will Guidara argues that true business differentiation comes not from products or prices but from delivering more than people expect. He shows how obsessing over details, creating authentic connections, and making intentional gestures can turn ordinary transactions into memorable experiences. For salespeople, this philosophy offers practical ways to build trust, foster loyalty, and stand out in crowded markets. By anticipating customer needs and surprising them with thoughtful touches, they can transform routine interactions into lasting relationships that drive performance.
Mind your Mindset, Michael Hyatt
Mind Your Mindset by Michael Hyatt is for those who want to break through mental roadblocks and consistently perform at a higher level in the pursuit of new client revenue. Hyatt dives deep into how the stories we tell ourselves—about prospects, rejection, pricing, or even our own ability—shape our outcomes far more than we realize. This book arms you with practical tools to identify and rewrite those internal narratives so you can stay focused, confident, and in control during every stage of the sales process. If you've ever second-guessed yourself before a big pitch or let a rough call rattle your momentum, "Mind Your Mindset" will help you rewire your thinking and show up as your best self, deal after deal.
The GAP and the Gain, Dan Sullivan & Dr. Benjamin Hardy
In The Gap and The Gain, Dan Sullivan and Dr. Benjamin Hardy explain that people are happier and more successful when they measure progress from where they started (“the gain”) rather than against idealized goals (“the gap”). They argue this mindset shift reduces frustration, builds confidence, and improves decision-making by focusing on real, achieved progress instead of perceived shortcomings. For a salesperson, adopting this approach helps maintain motivation through long sales cycles, learn constructively from losses, and build momentum from incremental wins rather than obsessing over targets not yet hit. This evidence-backed focus on progress instead of perfection correlates with higher resilience and sustained performance in sales roles.
Emotional Intelligence 2.0, Travis Bradberry
Emotional Intelligence 2.0 by Travis Bradberry is a tactical, high-impact guide for IT support sales professionals who want to sharpen their ability to connect with prospects, handle objections with finesse, and close deals without burning out. In a space where trust is everything and rejection is part of the job, emotional intelligence is your secret weapon—and this book shows you how to build it. With quick assessments and actionable strategies, Bradberry helps you boost self-awareness, manage stress in high-stakes conversations, and read the room like a pro. If you're looking to elevate your sales game by mastering the human side of selling, "Emotional Intelligence 2.0" gives you the edge that scripts and CRMs never could.
Chop Wood, Carry Water, Joshua Metcalf
Chop Wood, Carry Water by Joshua Metcalf is a powerful reminder that greatness isn’t built in big moments—it’s forged through disciplined, consistent effort every single day. Told through a simple yet compelling story, this book drives home the mindset of embracing the grind, staying focused on the process, and finding purpose in the repetition that leads to mastery. If you're prospecting daily, facing rejection, and chasing long-term growth, Metcalf’s message will resonate deeply: success doesn’t come from chasing shortcuts—it comes from showing up, doing the work, and trusting that excellence follows effort. This book is the motivational reset every sales pro needs to stay grounded and hungry.
The Psycology of Selling, Brian Tracy
The Psychology of Selling by Brian Tracy is a timeless, high-impact guide for sales professionals who want to master the mental game behind consistently closing new business. Tracy dives deep into the subconscious drivers of buyer behavior and shows you how to align your mindset, language, and approach to build trust, create urgency, and influence decision-making. Packed with practical techniques and motivational insights, this book helps you boost confidence, overcome objections, and stay laser-focused on revenue-producing activities. If you're on the front lines chasing new client revenue and want to level up both your strategy and your belief in yourself, "The Psychology of Selling" is the playbook that turns average reps into top performers.
The Little Black Book of Connections, Jeffrey Gitomer
The Little Black Book of Connections by Jeffrey Gitomer is a bold, no-nonsense guide for MSP sales professionals who know that landing new clients isn’t just about what you sell—it’s about who knows you and how much they trust you. Gitomer lays out practical, street-smart strategies for building genuine relationships that open doors, spark referrals, and create lasting business opportunities. In an industry where credibility and connection are everything, this book teaches you how to become the go-to resource—not just another name in a crowded inbox. If you're tired of cold leads and want to build a network that actually works for you, this little black book is your blueprint for becoming unforgettable.
Influence: The Psychology of Persuasion, Robert B. Cialdini
Influence: The Psychology of Persuasion by Robert B. Cialdini is essential reading for those who want to understand why people say yes—and how to ethically guide them there. Packed with real-world research and timeless principles, this book breaks down the six psychological triggers—like reciprocity, social proof, and authority—that drive decision-making in sales. In a role where earning trust and moving prospects to action is everything, Cialdini’s insights give you a serious edge in every conversation, proposal, and follow-up. If you're looking to improve your close rate, build stronger rapport, and gain control of the sales process without being pushy, Influence gives you the science-backed tools to do exactly that.
Psycho-Cybernetics, Maxwell Maltz
Psycho-Cybernetics by Maxwell Maltz is a foundatigaonal read for those who want to sharpen their mental edge, boost confidence, and close more deals by mastering their self-image. Maltz, a plastic surgeon turned performance expert, reveals how our internal perception of ourselves sets the ceiling on what we can achieve—especially in high-pressure roles like sales. Packed with powerful techniques for visualizing success, silencing self-doubt, and bouncing back from rejection, this book helps you reprogram your mindset to operate like a top producer. If you're prospecting daily, handling objections, and fighting to stay motivated, "Psycho-Cybernetics" gives you the mental tools to stay driven, focused, and unstoppable.
Thinking Fast and Slow, Daniel Kahneman
Thinking, Fast and Slow by Daniel Kahneman is a mind-expanding read for MSP sales professionals who want to deeply understand how prospects think—and how to guide them more effectively through the buying process. Kahneman unpacks the two systems of thinking: the fast, intuitive responses and the slower, more deliberate logic, revealing how each plays a role in the decisions your prospects make (often without realizing it). For anyone working to drive new client revenue, this book offers a strategic edge: it helps you spot cognitive biases, frame your messaging more persuasively, and anticipate the mental shortcuts that either accelerate or kill deals. If you want to influence smarter, build trust faster, and sell more effectively in a complex IT landscape, this is your psychological playbook.
Overcoming the Imposter, Kris Kelso
Overcoming the Impostor by Kris Kelso is a game-changing read for MSP sales professionals who’ve ever questioned if they’re really good enough to land the big clients or lead serious sales conversations. In an industry filled with complex solutions, confident competitors, and constant change, it’s easy to feel like a fraud—but Kelso exposes imposter syndrome for what it is: a liar. With relatable stories and actionable insights, this book helps you silence self-doubt, own your expertise, and step boldly into high-stakes conversations. If you’re working to grow new client revenue and sometimes feel like you’re faking it until you make it, Overcoming the Impostor will give you the mindset shift and confidence to thrive.
Sales EQ, Jeb Blount
Sales EQ by Jeb Blount delivers a sharp, modern take on how emotional intelligence drives high-stakes sales conversations—perfect for MSP reps navigating complex buying cycles and skeptical prospects. Blount goes beyond tactics and dives into the human dynamics of selling, showing you how to read the room, manage your own emotions under pressure, and create meaningful connections that close deals faster. In the world of managed services, where trust is earned and logic alone won’t win the business, this book arms you with the psychological edge to stand out. If you're chasing new revenue and want to master the how behind buyer decisions—not just the what—Sales EQ gives you the emotional tools to lead the sale, not just survive it.
The Confidence Code, Katty Kay & Claire Shipman
The Confidence Code by Katty Kay and Claire Shipman is a powerful read for MSP sales professionals who know their stuff—but sometimes hesitate to speak up, push forward, or take the lead in tough sales situations. Drawing on research in neuroscience, psychology, and real-world interviews, this book unpacks what confidence really is, why it matters more than competence in many sales moments, and how to build it deliberately. In a role where hesitation can cost you the deal, The Confidence Code helps you trust your instincts, bounce back from rejection faster, and own the room—even when you feel outmatched. If you’ve ever felt like your mindset was the only thing holding you back, this book shows you how to step into your potential and sell like you belong.
The Accidental Salesperson, Chris Lytle
The Accidental Salesperson by Chris Lytle is a must-read for MSP pros who didn’t set out to be in sales—but now find themselves responsible for bringing in new clients and driving growth. Lytle strips away the fluff and delivers a straightforward, practical approach to selling that feels approachable, especially for those who excel at technical conversations but struggle to close deals. It’s loaded with actionable advice on everything from asking better questions to managing your time and staying motivated through the ups and downs of the sales cycle. If you’ve ever felt like you were figuring it out as you go, this book will give you the structure, confidence, and language to sell like a pro—without becoming someone you're not.
You Can't Teach a Kid to Ride a Bike at a Seminar, David H. Sandler
You Can't Teach a Kid to Ride a Bike at a Seminar by David H. Sandler is a hands-on, tactical guide for MSP sales professionals who are done with theory and ready to master the sales process through real-world action. This book introduces the Sandler Selling System—a step-by-step framework that helps you stay in control of the conversation, qualify prospects more effectively, and stop wasting time on deals that won’t close. It’s especially powerful for those in managed services, where technical expertise alone won’t win the business. If you’ve ever felt like you were doing all the right things but still not getting results, Sandler’s approach will show you how to sell with confidence, consistency, and clarity—one real conversation at a time.
SPIN Selling, Neil Rackham
SPIN Selling by Neil Rackham (often misremembered as "PIN Selling") is a foundational guide for MSP sales professionals looking to master complex, consultative sales without relying on outdated, high-pressure tactics. Rackham’s method—Situation, Problem, Implication, Need-Payoff—is built from real sales data and tailored for high-value deals where trust, insight, and strategy matter more than charisma. If you're selling managed services to skeptical business owners or technical decision-makers, SPIN Selling helps you lead the conversation with thoughtful questions that uncover deeper pain, build urgency, and position your solution as indispensable. For MSP reps focused on growing new client revenue, this book delivers a proven framework to move prospects from curious to committed.
Win Without Pitching, Blair Enns
In Win Without Pitching, Blair Enns argues that selling professional services is most effective when the seller stops chasing prospects and instead positions themselves as an expert authority with leverage. The book outlines a disciplined approach to sales built on specialization, control of the sales process, pricing confidence, and qualifying clients aggressively rather than appeasing them. For salespeople, especially in consultative or high-value sales, the book is useful because it provides a clear framework for avoiding commoditization and price pressure. Its ideas are backed by consistent outcomes in professional services: stronger margins, better clients, and fewer wasted sales cycles when sellers lead instead of pitch.
To Sell Is Human, Daniel H. Pink
To Sell Is Human by Daniel H. Pink is a fresh, thought-provoking take on modern sales that redefines what it means to move people—perfect for MSP professionals tasked with landing new clients in a skeptical, tech-savvy market. Pink dismantles the old-school image of sales and shows how empathy, clarity, and purpose have become the real differentiators in today’s buyer-driven world. Whether you’re talking to overwhelmed business owners or technical stakeholders who think they’ve heard it all, this book helps you connect on a human level, tailor your message, and influence without being pushy. If you're looking to elevate your MSP sales approach from transactional to transformational, To Sell Is Human gives you the mindset and messaging tools to stand out—and stay relevant.
Michelle,
please take the list below and add them to this list above. Basically duplicate the GREEN box. Then add another picture, title, and description for each book listed below.
Give to Grow, Mo ButlerThe Hard thing, about Hard things, Ben HorowitzMindset, Carol DweckMind your Mindset, Michael HyattPsycho-Cybernetics, Maxwell Maltz (TOP OF LIST)Emotional Intelligence 2.0, Travis BradberryNever Split the Difference, Chris VossThe Challenger Sale, Matt DixonChop wood, carry water, Joshua MetcalfFanatical Prospecting, Jeb BlountThe Psycology of Selling, Brian TracyThe Little Black Book of connections, Jeffrey GitomerThe Go-Giver, Bob BurgInfluence: The Psychology of Persuasion, Robert B. CialdiniFanatical Prospecting, Jeb BlountThinking Fast and Slow by Daniel KahnemanOvercoming the imposter, Kris KelsoSales EQ, Jeb BlountThe Confidence Code by Katty Kay & Claire ShipmanThe Accidental Salesperson, Chris LytleGap Selling, KeenanYou Can't Teach a Kid to Ride a Bike at a Seminar, David H. SandlerAtomic Habits, James ClearSPIN Selling, Neil RackhamTo Sell Is Human, Daniel H. Pink
For the description, I put this phrase into ChatGPT:
Give me a single paragraph description of the book "Give to Grow, Mo Butler"
Specifically, write a description that would make a sales person excited to read it. The sales person specifically is in the MSP space, working on the new client revenue side.